"A multi-level distribution platform with variety of content is a 180 degree change with scenario that was a little over a decade ago when single TV channel (DD) was available and on terrestrial mode." Rajat Nigam, Sr. Vice President, Technology & Broadcast Operations Times Television Network,

On the Indian broadcasting market

Broadcast market in India is facing lots of exciting challenges with so many technological development and business models emerging. A multi-level distribution platform with variety of content is a 180 degree change with scenario that was a little over a decade ago when single TV channel (DD) was available and on terrestrial mode. Technology is driving variety of distribution solutions to get evolved with the objective of content being made available at the viewer's demand. Also, production practices are also witnessing changes with HD production becoming the standard in entertainment space and 3D production knocking at the door! Interesting would be to see how news genre is impacted. Things are bound to change in the near future in Indian industry.

On key demand drivers

Viewer is the king and is the demand driver in the market today. To achieve the nod of the viewer, competition is becoming fierce and that is pushing all the players! The last one year has generated innovations coming in mass scale with consumer grade products getting integrated with broadcast content players. Converging verticals of content provider, distribution platforms, and display devices to be offered in togetherness as a business practice is a recent phenomenon. Television seems to have traveled a long distance in being called at one time an Idiot Box and now smartness is being assigned to it in terms of smart TV!!

On current alignment with major vendors

The channel's objective is to go with technology solutions which are most optimum in terms of cost-efficiency and the one which impart reliability in operations!

On challenges and opportunities

The challenge and the opportunity in the industry is the small lifetime of the technology - the technological solutions are changing very fast and so keeping pace with the same, particularly when broadcaster has to maintain the high intensity operations of the running channels, becomes a complex task. Evolving alternative platforms for content consumption is a challenge being faced in the industry and an opportunity to the leaders! Mediums for contribution and distribution are being used more effectively and innovatively using newer technological tools at a judicious blend of cost-effectiveness. The industry has experienced a sudden surge of HD TV channels in less than one year with Movies Now being the first HD channel launched in the country less than a year back. Going by pattern followed by the Indian industry in the past, there would be considerable quantum growth on new formats and standards - challenges ahead would be maintaining superior quality and optimum costs particularly when still majority of TV viewers are with older generation viewing facility. Delivery of content at variety of platforms, simultaneously maintaining quality mapped to the viewer's device remains a challenge.

On digitization of cable

Digitization at distribution end is something that has been there on the platter for quite long. It would be interesting to see how and in what time frame it is implemented.